At this point, there’s no stopping 50 Shades of Grey. Tapping into the repressed sexuality of millions of Americans, the bestselling book is set to become a juggernaut at the box office when its film adaptation lands the day before Valentine’s Day.

According to online ticket retailer Fandango, 50 Shades is already the fastest selling R-rated movie in their history and is having the best first week sales for a non-sequel since the first Hunger Games came out in 2012. Theater owners are already expanding the release of the film, adding more screens and show times to keep up with the demand.

It seems like a lot of hoopla for a movie with no full-frontal nudity, but to each his own. Just don't forget the safe word.

[via Variety]